Freuds and Proud Robinson launch dementia-fighting mobile game for Deutsche Telekom

Freuds has been brought in to work with sister agency Proud Robinson to launch a dementia-fighting CSR initiative from telco giant Deutsche Telekom.

The international telco giant, which had revenue of €69.2bn (£55bn) in 2015, today launched mobile game Sea Hero Quest, which helps researchers to advance knowledge of spatial navigation and how that aspect of the brain works.

The amount of data gathered from two minutes of gameplay is the equivalent of five hours of traditional research, according to scientists at University College London (UCL), the University of East Anglia and the charity Alzheimer's Research UK, with which Deutsche Telekom has partnered over this initiative.

Proud Robinson, the events and marketing firm that Freuds part-acquired last autumn, has been working with Deutsche Telekom for the past five years.

Freuds previously worked with the agency until 2011, and was brought on board in January to handle UK and international media activation for Sea Hero Quest's launch. Proud Robinson handled the global launch strategy for the game, which was designed by the agency Glitchers.

Following an event at UCL on Tuesday night, Wednesday's media launch did not include any paid media element, but has been featured on BBC Breakfast, various BBC radio stations and Sky, and amplified with the Twitter hashtag #gameforgood. The game had been downloaded more than 25,000 times by mid-afternoon.

Ben Robinson, director at Freuds and chair of Proud Robinson, said: "This was a huge project but one that both agencies are proud to have contributed to in some small way.

"Sea Hero Quest is a perfect example of just how much of a positive impact that technology has the potential to have on major global challenges like dementia; and encapsulates the power of creative and commercial businesses working together for the greater good."

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